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Showing result 1 - 5 of 6 essays matching the above criteria.

1. 1. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement

   University essay from Göteborgs universitet/Graduate School

   Author : Amanda Hassel; Linnea Jonsson; Johan Strömfeldt; [2022-08-04]
   Keywords : Stereotype; Video Advertisement; Emotions; Online Consumer Engagement; Natural Language Processing NLP ; Artificial Intelligence AI ; Machine Learning; Bidirectional Encoder Representation from Transformers BERT ; Transformer Models;

   Abstract : This paper aims to provide a deeper understanding of the emotional and online engagement behavioral responses to non-stereotyped gender role depictions in video advertisements. The consumer response to two video ads that portray non-stereotyped gender roles by the well-known brands Gillette and Always was analyzed. READ MORE

3. 2. Would companies benefit from incorporating consumer generated ads in their marketing strategy?

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Dina Eriksson Renzi; Rebecka Leirup; [2021]
   Keywords : ;

   Abstract : Technological developments constantly change companies' marketing strategies and theoverall communication between companies and their customers. This has led to new forms ofmarketing such as user generated content (UGC) marketing. UGC has been proposed to beperceived as more trustworthy and authentic than traditional firm created content. READ MORE

4. 3. Game of Trust: Brand-generated content vs Consumer-generated advertising : A qualitative study of Arla Foods

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Emelie Cheng; Nadia Khan; [2017]
   Keywords : Social media advertising; Brand-generated content; Consumer-generated advertising; Trust; Purchase intention; Fast-moving consumer goods;

   Abstract : This thesis studies how trust in two different types of social media advertising, brand-generated content (BGC) and consumer-generated advertising (CGA), influence Millennials purchase intention towards brands in the fast-moving consumer goods (FMCG) industry. The phenomenon of CGA has caught researchers’ interest since it is believed to influence consumers’ purchase intention by affecting their trust in the advertising. READ MORE

5. 4. C(GA):ing Through The Channel

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Stina Göransson; Ana Susic; [2016]
   Keywords : Consumer-generated advertising; Media Context; Paid Media; Owned Media; Earned Media;

   Abstract : Brands increasingly involve their consumers as creators of marketing activities. A popular approach has been to invite consumers to create advertising content via ad contests - where the outcome has been referred to as consumer-generated advertising. READ MORE

6. 5. Consumer-generated Advertising on YouTube : A quantitative study examining the effects of endorser credibility and coupon proneness on brands

   University essay from Umeå universitet/Företagsekonomi

   Author : Rahel Jonsson Brajim; Tina Romanov; [2016]
   Keywords : ;

   Abstract : Consumer-generated advertising on YouTube is a developing phenomenon that in the last years has grown exponentially. Recent research by Holt (2016) suggests that well-known content creators on YouTube have a large impact on brands, so great that regular firms are unable to compete with these well-known content creators. READ MORE